Syneka Marketing was invited as a a guest lecturer for Swinburne TAFE to provide an overview on eMarketing and communications, including a class that was held this morning and an additional session held tomorrow afternoon. eMarketing explores Internet based and multimedia forms of communication, which is part of a broader marketing plan that includes an organisation’s approach to marketing its products and/or services. eMarketing is a tool used extensively through Syneka and has also been utilised through my role as a Councillor for the City of Maroondah. This includes a comprehensive blog, as well as actively engaging email based subscribers with new content and integration with social media, including Facebook, Twitter and LinkedIn. Like all forms of marketing, it is imperative that eMarketing is consistent with a brand’s image otherwise this can lead to an adverse reaction and diminish the perceptions of a brand. It is therefore important to ensure consistency between all forms of marketing, including the use of multimedia and social networking. The use of online forms of communication continues to increase, with baby boomers being one of the fastest growing demographics for new Facebook accounts. The ongoing and diverse usage of social media means that a business or organisation needs to seriously consider the use of eMarketing as part of its marketing strategy.

1. Plan eMarketing and
Communications
eMarketing Strategies
Alex Makin
Syneka Pty Ltd

2. www.syneka.com.au
About Alex Makin
 Councillor in the City of Maroondah
• Elected in 2005
• Re-elected in 2008
• Mayor during 2010
 Community Involvement
 Business Owner: Syneka Pty Ltd
 Manager of Marketing, Eastern Volunteers

3. www.syneka.com.au
About Syneka
 Syneka
• Strengthen the capacity of organisations
• Organisational and business planning
• Marketing strategies
• IT assessments
• Website design and development
• Professional speaking services
• Established in 2009
• Website: www.syneka.com.au
• Twitter: www.twitter.com/syneka
• Facebook: www.facebook.com/syneka.com.au

4. www.syneka.com.au
Use of eMarketing
 Website and blog
• Regularly updated on Council activities
• Active subscribers on website
 Facebook account
• Receives feeds from website
 Twitter account
• Receives posts from website
 Used to engage with my community
• Provides additional communication mediums
• Actively used by the community

5. www.syneka.com.au
About Eastern Volunteers
 Not for profit organisation
• Formed in 1976
• 14 Staff
• Over 100 volunteers
• Office locations
• Ringwood
• Box Hill
• Two divisions
• Volunteer services
• Community transport services

6. www.syneka.com.au
Eastern Volunteers
 Strong emphasis on future capacity
• Corporate Governance
• Community development
 Emphasis on partnerships
• Business partnerships
• Community partnerships
 Building fund
• Strengthen future capacity
• Deliver into the future
 Website: www.easternvolunteers.org.au

7. www.syneka.com.au
Eastern Volunteers Events
 Annual Fun Run
• Approximately 600 participants at Lillydale Lake
 Multicultural Festival
• Attracts 5000 attendees at Ringwood Lake
 Business Breakfasts
• Ringwood, Box Hill and Lilydale
 Volunteer Functions
• Acknowledge volunteers and organisations
 Training Workshops
• Develop skills for organisations and volunteers

8. www.syneka.com.au
Changing Demographics
 Generational challenges
• Attracting younger people to volunteer
• Retaining older volunteers
 Attracting volunteers
• 'Competition' in attracting volunteers
• Scarce resources in reaching volunteers
 The need to 'break through'
• Technology can be used to deliver this

9. www.syneka.com.au
Why people volunteer
 Why people volunteer
• 57% 'helping others or the community'
• 36% 'do something worthwhile'
• 22% 'social contact'
• 16% 'use skills/experience'
• 11% 'learn new skills'
 Recruitment
• 35% were asked to volunteer
• 29% knew someone involved
• 5% through media
`

10. www.syneka.com.au
Consistent approach
 IT should not be seen in isolation
• Have clear organisational goals
• Complements other activities
 Leverage IT solutions to deliver results
• Websites
• Databases
• Social media
• Facebook/Twitter
• Blogging

11. www.syneka.com.au
eMarketing in context
 Business Plan
• Organisation wide
 Marketing Plan
• Product/services
• Pricing
• Distribution
• Promotion
 eMarketing
• Tools to achieve these
objectives

12. www.syneka.com.au
eMarketing in context
 Eastern Volunteers
• Business Plan
• Leading community
organisation
• Purchase building
 Marketing Plan
• Secure independent funding to assist Eastern
Volunteers in the purchase of its building
• Create an emotional connection
• Generate support for purchase
• Easily facilitate donations

13. www.syneka.com.au
The eMarketing Plan
 Aim
• What is the purpose of the plan?
 Objectives
• Steps that we need to meet to achieve the aim
• How do these objectives achieve the aim?
 Situational Analysis
• Organisation
• Competitors
• Context

14. www.syneka.com.au
The eMarketing Plan
 Strategies
• Actions that achieve objectives
• How do these fit together
 Implementation Plan
• Timeframe for specific actions
• Who is responsible
• Costs and resources required
 Evaluation
• Measuring success of the plan
• Were objectives achieved with the aim met?

15. www.syneka.com.au
eMarketing Plan vs Marketing Plan
 Marketing Plan
• Considers every product and service
• Considers all promotional tools
• Paid advertising
• Public relations
• Direct marketing
 eMarketing Plan
• Considers online tools
• Social media
• Websites
• Video and multimedia

16. www.syneka.com.au
An Example
 Lets look at an example of an eMarketing Plan

17. www.syneka.com.au
eMarketing Aim
Aim
Online donations to building fund

18. www.syneka.com.au
Objectives
 Objectives
• Create a connection with Eastern Volunteers
• Make it easy to donate online
• Keep donors connected with progress

19. www.syneka.com.au
Situational Analysis
 Strengths
• Established
organisation
• Covers over 350,000
residents
 Weaknesses
• Low involvement
with IT
• Low awareness
 Opportunities
• Raise profile
• Demonstrate
community service
 Threats
• Competition for
donations
• External events

20. www.syneka.com.au
Eastern Volunteers and eMarketing
 Strategies
• Website redesign
• Donation functionality
• Videos and multimedia
• Social media integration
 Implementation
• 1. Website redesign – 1 month
• 2. Social media – 1 week
• 3. Videos and multimedia – 3 months

21. www.syneka.com.au
Strategies
 Website
• Redesign to make it easy to update
• Regularly add content for building fund
• Donation functionality
 Social Media
• Create a Facebook account
• Create a Twitter account
• Update content regularly

22. www.syneka.com.au
Social Media
 Social media is an extension of your brand
• Consider impacts on brand
• Does it match your organisation?
 Needs to be used effectively
• Monitor mentions of Eastern Volunteers
• Monitor mentions of community involvement
• Participate in discussions
• Use regularly to keep followers engaged

23. www.syneka.com.au
Video and Multimedia
 Using Multimedia
• Information about Eastern Volunteers
• Demonstrate the positive impact of services
• Testimonials from clients and volunteers
• Explain the purpose of the building fund
• Engage donors
• Integrate with website and social media
• Sharing of video content

24. www.syneka.com.au
Sharing web content
 Three most popular
tools:
• Facebook
• Email
• Twitter
 Effect of 'word of
mouth'

25. www.syneka.com.au
Measuring performance
 How do we measure whether the strategy is a
success?
• Website visitations
• Money donated online
• Subscribing to Eastern Volunteers newsletters
 Social Media
• Facebook Followers
• Twitter retweets
• Views of video
• Clickthroughs to online donations

26. www.syneka.com.au
Conclusion
 eMarketing is part of an overall strategy
• Know what you want to achieve
• Determine the steps required to achieve
• Understand limitations
• Budget and resources
• Ensure goals are aligned
• Measure success
 Manage social media
• Regularly post new content
• Check responses and mentions

27. www.syneka.com.au
Contact Details
 Alex Makin
• Email: alex@syneka.com.au
• Twitter: www.twitter.com/syneka
• Twitter: www.twitter.com/alexmakin
• Website: www.syneka.com.au
• Website: www.easternvolunteers.org.au